Strengthening employer brand through employee advocacy : case Framery Group Oyj
Torres, Jose (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026052818812
https://urn.fi/URN:NBN:fi:amk-2026052818812
Tiivistelmä
This practice-based thesis was commissioned by Framery Group Oyj to design a sustainable blueprint for an internal employee advocacy initiative, the Framerian Ambassador Program. The objective of the study was to explore and implement critical success factors, as well as lessons from a previously piloted program, to best enhance employer brand equity and overall company brand visibility on LinkedIn. This initiative also served to offer value and support for individual participants of the program through development of their personal professional branding and network growth.
The research conducted in this study used a mixed-methods approach. Strategic management requirements for the program were gathered through qualitative semi-structured interviews with three key internal stakeholders, including the Interim Chief Marketing Officer, Brand Team Manager, and Interim Employer Branding & Talent Acquisition Lead. Sentiment and demands for the program were garnered quantitatively through an electronic survey administered to thirty-five employees.
The findings of the research revealed a highly aligned workforce that demonstrated a clear understanding of the company values and identity, alongside expressing a strong sense of pride in their employment at Framery. However, a significant gap was identified between passive content consumption and active content creation on LinkedIn. Primary barriers to employee advocacy online were deemed as lack of content ideation, self-promotion hesitancy, and compliance anxieties. Recent transitions of the company, namely its recent stock exchange listing, were noted as amplifying these sentiments.
A practical blueprint for the program was developed as the final deliverable of this study. The proposed framework and process model is structured around five core pillars and a three-stage lifecycle, which serves as a scalable foundation that maintains brand consistency and advocates for individual creative freedom. The study concludes that sustainable employee advocacy relies on dedicated cross-functional alignment between Framery’s Marketing and People & Culture teams, and offers practical management and process suggestions.
The research conducted in this study used a mixed-methods approach. Strategic management requirements for the program were gathered through qualitative semi-structured interviews with three key internal stakeholders, including the Interim Chief Marketing Officer, Brand Team Manager, and Interim Employer Branding & Talent Acquisition Lead. Sentiment and demands for the program were garnered quantitatively through an electronic survey administered to thirty-five employees.
The findings of the research revealed a highly aligned workforce that demonstrated a clear understanding of the company values and identity, alongside expressing a strong sense of pride in their employment at Framery. However, a significant gap was identified between passive content consumption and active content creation on LinkedIn. Primary barriers to employee advocacy online were deemed as lack of content ideation, self-promotion hesitancy, and compliance anxieties. Recent transitions of the company, namely its recent stock exchange listing, were noted as amplifying these sentiments.
A practical blueprint for the program was developed as the final deliverable of this study. The proposed framework and process model is structured around five core pillars and a three-stage lifecycle, which serves as a scalable foundation that maintains brand consistency and advocates for individual creative freedom. The study concludes that sustainable employee advocacy relies on dedicated cross-functional alignment between Framery’s Marketing and People & Culture teams, and offers practical management and process suggestions.